John Distilleries Limted (JDL) has brought Creative Land Asia on board to handle its creative agency. The account has been awarded to the Mumbai branch of the agency where the agnecy will be responsible for handling JDL’s three brands.

The agency has to craft communications for Salute vodka and Mont Castle brandy, and also nurture the advertising for JDL’s existing whisky brand, Original Choice.

Sajan Raj Kurup, chairperson and CEO, Creativeland Asia, said in a note, “Given the dark market scenario in the country, it’s a challenging and interesting set of brands to handle. JDL’s passion to do something that’s never been done before and its vision for the brands excited us at the outset. Our prior experience of working on some of the top alcohol brands in the world, our understanding of the market and the strength of our ideas helped us seal it with JDL.”

This is not the first time that Creativeland Asia is looking after an alcohol brand. The agency launched Diageo’s Indian wine portfolio, including the brand Nilaya, two years ago. It was also involved in the launch of Guinness Beer and Bailey’s Irish Cream in the country.

Kurup revealed that the agency has been waiting for an alcohol brand and is rearing to create excitement in the category.